Lately I’ve been thinking about the role of a traditional printer in the development of new processes and technologies. For example, I’m curious to know how all of you feel about the 3D printing revolution. Is it the place of traditional printers or is it the stuff of something else? We know that there are many traditional print businesses that are investing in the technology. I had a little chuckle when Lee Eldridge, the Director of Interactive Solutions at C.J. Graphics Inc., 3D-printed a beautiful cake topper for his wedding cake (big congrats to Lee and Dee!!). I also recently had the opportunity to walk through the brand new downtown TPH 3D print facility, of which you can take a Google Maps inside tour!
I think there are a couple of things on my mind relating to these types of technologies. Firstly, there is often a missing skillset. For example, printers are not typically familiar with 3D digital files, let alone with reproducing them. This is true for many new areas of business. For example, if you embark on data analytics and cross media campaigns using PURLs, suddenly you are on the hunt for IT people. I would even go as far as saying that wide format for signage is a bit of a stretch. Yet these are all areas that we are talking about with newfound optimism. And there are certainly printers making money providing these services, which brings me to point two: there seems to be a pretty clear divide between those who want to try it and those who feel it’s off base from their core business. I don’t think either position is right or wrong but there are certainly different challenges to consider in each approach. However, I would say that not being in the “try it” camp is no excuse for not being curious about the new technology.
This month’s lead focuses on innovation in the magazine sector specifically. Chris Smyth certainly tests our limits, straying from the “just a printer” skillset. Today, magazine publishing has many more modes of advertising with complex forms of measurement and feedback. Even if this is not your space you should be curious about it.
Lastly, we hope to see you at the Print Community Conference this year! We have a great lineup of speakers that are sure to fill your curiosity!
